Live Broadcast By Anchor: The Tide Of The Times Rises And Falls, And The Industry Standard Is Particularly Important

　　 1、 Head anchor: time shock

In the era of gold mining everywhere, the rise of live e-commerce has never stopped the fight between the head anchors. The live broadcasting room is also a turbulent and bloody lake.

Now the chess game will change. Who is the hero in the world?

Take a look at Luo Yonghao. He had no choice but to get rid of his ideal and feelings. He was burdened with the heavy burden of 600 million debts and plunged into the live broadcasting room with goods. How sensational and astonishing Lao Luo was at that time, and how sad is the final outcome of his successful retirement.

First, step by step, I fade out of the studio, and then I make a high-profile announcement of my upcoming "trilogy of entrepreneurship", and the "skyrocketing breakup fee" that I made a lot of noise with a friend a few days ago.

What comes first than the renewed ideal flame is the endless rumors and disputes. Where will the next stop be? Excited Luo Yonghao sent 9 microblogs to clarify and refute rumors one night.

But it's a foregone conclusion to tear off Lao Lai's label and leave the studio. Luo Yonghao, the troublemaker who joined hands with Huang He, Zhu Xiaomu and other old friends to "make a friend" into the live broadcast with goods. The brilliant record of breaking through 100 million sales volume with only one live broadcast has long been fading away.

Take a look at Li Jiaqi. Who could have thought that calling out "OMG, buy it" can make countless consumers can't help but pay to place an order, and with his excellent ability to earn countless traffic and sales volume for Taobao live broadcast, Li Jiaqi will also be deeply involved in the "Taobao" controversy one day.

The reason is that in early March, some netizens found that Li Jiaqi had launched a small program in his personal public account to buy good things in his live room. Most of the products in the small program came from Haowu street or brand stores in Jingdong.

This is also seen by the outside world as a key signal that Li Jiaqi and his team are trying to break away from Taobao and look for more traffic realizations.

It's not a day or two for such speculation. For example, in the past year, many people found that Li Jiaqi's live broadcasting time was increasing, while Li Jiaqi's own live broadcasting time was decreasing.

At the same time, last year's double 11, a "price difference war" between Li Jiaqi and L'Oreal, the long-term contradiction between the head anchor and the big brand was exposed, and the platform did not want the traffic to be kidnapped by the head anchor.

Under the calm water, change has already begun.

Look at Viva. Since the largest ticket in the history of the anchor's tax investigation was blocked by the whole network, there are less and less news related to Weiya herself on the Internet today. The latest news that caused a small range of fluctuations was the news that Viva helped the broadcasting team to resume broadcasting a month ago.

After all, the circular spotlight placed in front of Viva has been extinguished, and people's curiosity about her will fade with the passage of time.

In her career as a presenter who brought her countless applause and glory, no one will remember how many records she has broken with goods, how many official honorary titles she has won, and how many major brands have lined up to enter her studio.

One tax not paid, one step wrong, leaving only that hateful tax evasion ticket. Under the situation of severe official crackdown and investigation, the era of "viya" has come to an end.

There is also the anchor Simba who always flaunts his sense of righteousness in the fast hand studio. I don't know when he has changed his high-profile manner. This year, he has appeared in the live room for a few times. On the Internet, he is more likely to take part in public welfare with his team.

Again and again, under the feeling that it is not the same as before, the pyramid of the head which was originally set up high in the live broadcasting room with goods is rapidly collapsing.

2. The four heavenly kings with fading Aura

The year 2020 can be said to be the era of taking off with the goods of live broadcasting. The transaction volume of hundreds of millions of times from the birth of live broadcasting room impacts people's inherent cognition again and again.

At the same time, in the face of this new wind which can shake the war situation of the e-commerce industry, Ali is ambitious, quick hand is not willing to lag behind, and the shaking sound is also in the dark layout, which is the place where strategists must fight.

The first bet to decide whether to win or lose in the arena with goods is naturally placed on the head anchor who focuses on topics and traffic.

(photo source: today's online red)

According to the data, in 2020, Weiya, the "first elder sister" of Taobao, ranked first with a sales volume of 31.09 billion; Li Jiaqi, also from Taobao live broadcast, ranked second with sales of 21.861 billion; And from the fast out of the "Simba" xinyouzhi, with sales of 12.115 billion, ranked third.

The 12th place on the list is Luo Yonghao, the "new live broadcast" who just announced to enter the live carrier industry recently.

Wei Ya, Li Jiaqi, Xin Youzhi, Luo Yonghao, all kinds of fighting games on the list of goods with goods represent the competition and competition between the platforms that actively support the head anchor.

Perhaps because of this, these four head anchors have been nicknamed by many as the "Four Heavenly Kings" of the e-commerce live broadcasting industry. Since then, in the days when they have shown their own skills in this field, there are always people in the lively public opinion field to discuss who will become the strongest carrying goods king in the live broadcasting room in the future?

Today, the number of users watching live online has increased from 500 million two years ago to 600 million. The market scale of live e-commerce is rising rapidly, and it has officially reached the trillion mark.

As the cake of the market is getting bigger and bigger, the praise and aura of the anchorperson who once threw it to the head of the industry is not as bright as it used to be.

In the past, with the wild growth of the industry, with various changes, such as brand seizing power, strict policy investigation, and intensified traffic disputes, the concussion in the head circle in the past was more obvious. Wei Ya was defeated, Li Jiaqi abdicated, Luo Yonghao said goodbye, and Xin Youzhi became more and more low-key

Entering the second half of the live broadcast, will there be another super head born?

3. Live chess game of reshuffle

Recently, Taobao's live broadcasting platform conducted a special examination with goods.

According to reports, the test, which is held by the anchor with goods as the examinee, is a level 4 / intermediate certification test for Internet marketers and live salesmen jointly organized by Taobao live and Alibaba certification.

As a result, Taobao has become the first live e-commerce platform in the industry to organize the certification examination for Internet marketers.

It is not difficult to see that the live broadcasting room composed of "people, goods and venues" can never be separated from the existence of "people". With the industry becoming more and more standardized, the demand for professional anchors in the live room with goods will be increasing.

According to the report, from 2021 to 2023, the employment gap in the field of short video and live broadcasting has expanded from 1.81 million to 5.74 million, of which the most demanding is the anchor.

The demand of the industry continues to exist. In the live broadcasting room with goods to speed up the shuffling, the old head will leave and the new head will always be born.

But this time the head fight may not focus on a big anchor as much as ever. After all, the risk of one person is too high.

New competition may be staged between teams, companies, or even platforms.

The new round of bets will focus on who can build a strong anchor network to continuously train and deliver anchor with goods to meet the needs of the whole industry.

So when "zhenhuanzhuan" is coming to an end, Luo Yonghao did not forget his long planned anchor training business. He brought Li Liang, an old colleague of New Oriental, into an e-commerce school where he made friends and changed from live selling to live selling;

Li Jiaqi's live studio, which has already become a resounding business card in the industry, has been constantly extending the duration of live broadcasting and increasing the categories of live broadcasting. At the same time, it has realized the possibility of cultivating more "little Li Jiaqi" to carry out delivery.

Just as for the rapid rise in popularity after the return of Weiya and Sydney's auxiliary broadcasting team, an insider in the industry said frankly: "to a certain extent, what makes consumers and brands care about is not a 'via', but a super anchor with private traffic pool."

As the tide rises and falls, any head in the industry may become the next awkward naked swimmer. No one can predict the final direction of the tide flow.

But as long as the demand of the industry is still there, there is a source of fresh water.